An Interview with Casio CEO Yuichi Masuda

Why It Matters

Masuda’s vision positions Casio to capture higher‑margin luxury demand and offset slowing sales in China, reshaping the competitive landscape of the global watch market. The emphasis on sustainability and new growth regions aligns with broader industry trends toward eco‑friendly design and emerging market expansion.

Key Takeaways

• CEO Yuichi Masuda pushes G‑Shock into luxury market
• Casio's watch division accounts for ~60% of total revenue
• Sales fell 3% in Aug 2024, China market weakening
• Focus shifts to India, Southeast Asia for growth
• Solar‑cell tech and recycled ocean plastic boost sustainability

Pulse Analysis

Casio’s new direction under CEO Yuichi Masuda reflects a broader industry pivot from pure functionality to an experience‑driven model. By positioning G‑Shock as a luxury offering, the company leverages its iconic design DNA while adding premium materials such as titanium and carbon fiber. This move aims to capture higher‑margin consumers who value both durability and status, differentiating Casio from tech‑centric rivals like Apple that focus on pure smart features.

Sustainability is becoming a competitive lever, and Casio is capitalising on its solar‑cell technology and recycled ocean‑plastic components. These eco‑friendly initiatives not only reduce waste but also resonate with younger, environmentally conscious buyers. Coupled with a strategic shift toward high‑growth markets—India, Southeast Asia, and a reinforced European presence—Casio seeks to offset the 3% sales decline driven by a softening Chinese market. Adjusting pricing where needed and expanding distribution channels further supports this regional rebalancing.

Beyond watches, Masuda signals a willingness to explore adjacent product categories, exemplified by the AI‑controlled pet Moflin. This diversification underscores a broader ambition to blend functionality with emotional appeal across Casio’s portfolio, from calculators to musical instruments. Internally, Masuda stresses a cultural transformation that empowers employees to innovate, ensuring the legacy brand stays agile amid rapid digital and fashion shifts. The combined focus on luxury branding, sustainability, and market diversification positions Casio for steady growth in the coming quarters.